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Naman Ramachandran
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APOS Streaming platforms racing to acquire microdrama content are not simply chasing a trending format – they are buying a direct line into the fast-attention layer where Southeast Asian audiences spend the overwhelming majority of their digital leisure time, according to new research presented at the APOS conference in Bali by Dhivya T, head of insights at ampd and Media Partners Asia.
The argument rests on a behavioral framework Dhivya laid out for the conference. Consumers in the region divide their attention between two distinct modes: fast attention, which is algorithmically served through social feeds, messaging and short-form video at high frequency and short session length, and slow attention, which is self-selected, committed viewing on premium platforms at longer but far less frequent sessions. Fast attention dominates the clock. Slow attention generates deeper engagement. Until now, the two have operated as a sequential funnel – audiences built in the fast layer, then converted to premium.
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